Systems and methods for generating lead intelligence

ABSTRACT

Techniques for generating marketing lead intelligence information are described. Some embodiments provide a marketing activity support system (“MASS”) configured to generate lead intelligence by aggregating marketing activity information and customer information. In one embodiment, the MASS transmits a marketing message that references a Web page or other marketing content. Next, the MASS receives tracking information about activities of a customer with respect to the referenced Web page. The MASS then generates lead intelligence information about the customer by aggregating the tracking information, personal information about the customer, and/or information about an associated marketing campaign. The MASS may then present the generated lead intelligence information, such as by displaying details about the customer and their activities with respect to the Web page.

TECHNICAL FIELD

The present disclosure relates to techniques for facilitating marketingcampaigns and, in particular, to methods, systems, and techniques forgenerating lead intelligence information based on user activity trackinginformation.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates an example block diagram of an example embodiment ofa marketing activity support system.

FIGS. 2A-2L illustrate example screen displays provided by an exampleembodiment of a marketing activity support system.

FIG. 3 is an example block diagram of an example computing system forimplementing a marketing activity support system according to an exampleembodiment.

FIG. 4 is an example flow diagram of a lead intelligence generationprocess performed by a marketing activity support system according to anexample embodiment.

DETAILED DESCRIPTION

Embodiments described herein provide enhanced computer- andnetwork-based methods and systems for supporting marketing activities.Example embodiments provide a marketing activity support system (“MASS”)configured to generate lead intelligence, for example for sales,marketing, product support, client identification, research purposes,and the like. Lead intelligence is based on an aggregation of marketingactivity information and user (e.g., customer) information. Marketingactivity information includes information about marketing activitiesperformed with or by the MASS, such as marketing campaign managementactivities (e.g., campaign creation), marketing messaging activities(e.g., a message or advertisement transmitted to or received by acustomer), and the like. User information includes information aboutcustomers (e.g., personal information, company information) and theiractivities in response to marketing messages received from the MASS,such as tracking information that reflects Web site accesses, Website-drive action, or other actions performed by one or more customers.

FIG. 1 illustrates an example block diagram of an example embodiment ofa marketing activity support system. In particular, FIG. 1 illustrates amarketing activity support system (“MASS”) 100 that includes an accountmanager 102, a message manager 104, an activity tracker 106, a leadaggregator 108, and a data store 115.

As an overview of the operation of an example embodiment, a user 130(e.g., sales representative, marketing agent, researcher, advertiser,Web site owner, Web site operator, online agency) utilizes the MASS 100to manage a marketing campaign. As part of the campaign, the user 130may create and transmit a marketing message via a messaging service 122.The message may be transmitted via a variety of mechanisms, including adirect (e.g., one to one) messaging service, such as email, or abroadcast messaging service, such as a blog post. The transmittedmessage references an advertising or marketing resource, such as byincluding a uniform resource locator (“URL”) that identifies a Web pageor other content or resource (e.g., video, audio clip, application)hosted or otherwise provided by a Web site 126. The Web page/resourceidentified by the URL provides information about a product or service toa potential or existing customer 132. Prior to transmitting themarketing message, the MASS 100 may automatically modify the URL toinclude one or more tracking identifiers. Tracking identifiers includeany names, keys, and/or values which may be specific to therecipient/consumer of the message, the marketing campaign, the message,or other entity that is involved in the marketing campaign. The MASS 100transmits the marketing message via a messaging service 122. Later, theMASS 100 receives an indication that the Web page was accessed by thecustomer 132 via the URL of the transmitted message. Then, the MASS 100can generate lead intelligence information by aggregating (e.g.,aligning, combining, integrating) the received indication withinformation about the user that accessed the Web page and/or informationabout the marketing campaign or message. The MASS 100 then provides thegenerated lead intelligence to the user 130.

More specifically, the user 130 uses the MASS 100 to perform marketingactivities, such as creating marketing campaigns, transmitting marketingmessages, and determining the effectiveness of various marketingactivities. Marketing effectiveness may be determined and understood invarious ways, including based on visits and leads to one or more Websites, as well as how such activities relate to a user's behavioralpatterns on the Web site. In the illustrated embodiment, the user 130operates a client device 120 (e.g., a desktop computer or a mobiledevice executing a Web browser and/or other client software) toinitially include a tracking code module in the Web site 126 (activity(1)). The tracking code module facilitates the tracking of customeractivities with respect to the Web site 126, as will be explainedfurther below. Typically, the tracking code module is provided by theMASS 100, although in other embodiments it can be obtained from othersources.

Then, the user 130 utilizes (via the client device 120) the accountmanager 102 of the MASS 100 to create a marketing campaign (activity(2)). A marketing campaign may include a plan to promote a product orservice (e.g., a webinar) via some set of marketing activities. In theillustrated embodiment, the account manager 102 can represent multiplecampaigns and store them in the data store 115, such that the user 130can manage and obtain information about each of the multiple campaigns,such as relative effectiveness, cost, generated leads, and the like.

Next, the user 130 utilizes the message manager 104 of the MASS 100 tocreate a message for the campaign (activity (3)). The message manager104 may store the created message and related information in the datastore 115. In this example, the user creates a message that includes aURL that identifies a specific page or other resource on the Web site126, which in turn provides additional information and/or servicesrelated to a particular marketing campaign. For example, if themarketing campaign is to promote a new kitchen product, the message mayannounce the new product and provide a link (e.g., via the URL) to theWeb site 126, where a recipient (e.g., customer 132) of the message canobtain additional information about the product, sign up for a mailinglist to receive announcements about the product, request a sample of theproduct, purchase the product, or the like.

After the user 130 creates the message, the message manager 104automatically modifies the URL of the message to include one or moretracking identifiers. Modifying the URL may include encoding thetracking identifiers in the URL. The included tracking identifiersindicate or are otherwise associated with the user 130, the campaign,and/or other information (e.g., the messaging service used) that can beused later to associate use of the URL back to the user 130 and/or oneor more of his campaigns. In some cases, the message manager 104 mayalso modify the URL in other ways, such as to conform to technicalrestrictions or limits (e.g., maximum message size) placed on messagingcapabilities by the messaging service 122. The message manager 104performs these operations in a manner that is transparent to the user130, such that the user 130 need not manually modify or otherwiseperform manual and possibly error prone URL surgery.

The message manager 104 then transmits the message including themodified URL to the messaging service 122 (activity (4)). The messagingservice 122 may be a direct messaging service, such as email, where atleast some information (e.g., email address) about the message recipientis known at transmission time. In other cases, the messaging service 122may be a broadcast messaging service, such as a blog and/or socialnetworking post (e.g., Twitter, Facebook), where the identity ofpotential recipients is typically not known at the time of messagetransmission. In such cases the MASS 100 can make known the identitiesof recipient customer who would otherwise not be known to the user 130.

The customer 132 receives the message via a browser 124 or other clientcomponent (e.g., email reader), device (e.g., smart phone), or system(e.g., activity (5)). If the customer 132 is interested in learning moreabout the product promoted by the received message, the customer 132 mayactivate or select (e.g., click on) the included URL to access the Webpage or other resource identified by the URL (activity (6)). In turn,the Web site 126 provides the requested page to the browser 124, whereit is rendered and presented to the customer 132 (activity (7)).

Recall that a tracking code module was included in the Web site 126. Inone embodiment, this tracking code module is a client side script thatexecutes within the context of the browser 124 when the Web pageidentified by the message URL is loaded and/or rendered for display. Theclient side script gathers tracking information, including the one ormore tracking identifiers that are encoded in the URL, as well as otherinformation about the activities and/or identity of the customer 132.Then, the client side script transmits the tracking information back tothe MASS 100 (activity (8)), where it is recorded by the activitytracker 106 in the data store 115. This is done with minimal effect toexisting page performance. The script may also send data previouslystored about the user using HTTP browser cookies or other trackingtechnologies.

The lead aggregator 108 generates lead intelligence by aggregating(e.g., aligning, combining) information stored in the data store 115,including the tracking information stored by the activity tracker 106,campaign information stored by the account manager 102, messages createdby the message manager 104, and the like. In some embodiments, thetracking information may include data from one or more Web forms filledout by the customer 132. These Web forms typically ask the customer 132to provide some personal information in exchange for information,products, or services desired by the customer 132. For example, thecustomer 132 may provide his email address and/or other personalinformation to receive updates about a product launch, a product whitepaper, a product sample, a developer key, a pre-release version of aproduct, or the like. In addition, the lead aggregator 108 may alignlocal information (e.g., campaign information) with other informationobtained from external information sources, such as businessintelligence services, directory services (e.g., White pages, Yellowpages, business directories), search engines, news services, socialnetworking information, and the like. By aggregating data obtained fromvarious internal and external sources, the lead aggregator 108 cancreate a relatively complete profile of the customer 132, even thoughthe customer 132 may have only provided minimal information abouthimself. The profile may include personal information about the customer132, as well as information about the activities of the customer 132with respect to the Web site 126 and/or the received message.

The lead aggregator 108 may also score, order, or otherwise rankgenerated lead intelligence, based on various factors, such as companyinformation (e.g., company name, industry), personal information (e.g.,user name, city), Web page traffic (e.g., page views, visit duration).Real time lead scoring is described in more detail with reference toFIGS. 2J-2L, below.

After generating lead intelligence as discussed above, the MASS 100provides the generated lead intelligence information to the clientdevice 120 (activity (9)). The client device 120 may then display, suchas in the context of a Web browser, the generated lead intelligence forstudy or consumption by the user 130. In other embodiments, thegenerated lead intelligence may be provided to other entities, includingthird-party systems, possibly in exchange for a fee.

The data store 115 is generally used to store or record information usedby components of the MASS 100, including account information (e.g., useraccounts authorized to utilize the MASS 100), campaign information,message information, activity information, and lead intelligenceinformation.

The described techniques herein are not limited to the specificarchitecture shown in FIG. 1. For example, in some embodiments, somefunctions such as activity tracking are performed by another (possiblyexternal or remote) system or component. In other embodiments, the MASS100 may not interact directly with users, but rather provide userinterface components (e.g., plug-ins or widgets) that may be embedded orotherwise incorporated in third-party applications or systems, such asWeb sites, smart phones, desktop systems, and the like. In furtherembodiments, the MASS 100 may provide an application program interface,such that external programs can programmatically interact with or invokefunctions of the MASS 100.

In addition, although the described techniques for generating leadintelligence information are illustrated primarily with respect tocustomers or potential customers, other types of users are contemplated,including existing or potential clients, viewers, readers, subscribers,consumers, donors, or the like. Furthermore, although the describedtechniques are illustrated with respect to textual Web pages andmarketing messages, other forms of marketing content are contemplated,including any network-accessible resources, such as audio, images,and/or video, as well as active or interactive content such asinteractive applications (e.g., code modules, programs, onlineapplications, smart phone applications), games, and the like.

FIGS. 2A-2L illustrate example screen displays provided by an exampleembodiment of a marketing activity support system. In the illustratedexample, the screen displays are presented by a Web browser interactingwith the MASS and executing on a client device, such as a desktopcomputing system. Variations on the illustrated screen displays arecontemplated, including other user interface elements, more or lessinformation, different orders of presentation, and the like. In oneembodiment, a “mobile” version of at least some of the illustratedscreens is provided by the MASS, such that users of smart phones orother limited display devices can access at least some of the functionsof the MASS.

FIG. 2A illustrates an example main page or “dashboard” provided by anexample embodiment of a marketing activity support system. Inparticular, FIG. 2A illustrates a Web browser 200 that displays a screen201 (e.g., a Web page) that is being used by a user to interact with themarketing activity support system. The screen 201 includes multipleuser-selectable controls 202 (e.g., links, buttons) that provide accessto various functions of the MASS. In particular, the screen 201 includesa control 202 a for enabling activity tracking via the MASS, as will bedescribed with reference to FIGS. 2B and 2C, below. The screen 201 alsoincludes a control 202 b for managing marketing messages, as will bedescribed with reference to FIGS. 2D-2H, below. The screen 201 furtherincludes a control 202 c for accessing an activity report, as will bedescribed with reference to FIG. 2I, below. The screen 201 also includesa control 202 d for accessing a lead and visitor intelligence report, aswill be described with reference to FIGS. 2J and 2K, below. The screen201 also includes a control 202 e for accessing and controlling leadscoring functions of the MASS, as will be described with reference toFIG. 2L, below.

FIG. 2B illustrates an example activity tracking setup page. Inparticular, FIG. 2B illustrates the Web browser 200 displaying a screen205 that is being used by a user to set up Web site activity trackingvia the MASS. The screen 205 includes an “add tracking code” control 206and a tracking status information section 207. The add tracking codecontrol 206, when selected, causes the MASS to provide a tracking codemodule as described with reference to FIG. 2C, below. The trackingstatus information section 207 provides tracking status information(e.g., whether the tracking code was successfully installed) for one ormore Web sites or pages that are being tracked via the MASS. In theillustrated example, the user is tracking a Web site identified by theURL http://www.somewebsite.org/.

FIG. 2C illustrates an example code module used for activity tracking.In particular, FIG. 2C illustrates the Web browser 200 displaying ascreen 210 that provides an activity tracker loader code module 211. Thecode module 211 can be added (e.g., by copy-pasting the provided sourcecode) to one or more pages of a Web site for which the user desirescustomer activity tracking. The code module 211 operates as a loader, inthat it causes an executing Web browser to load an activity tracker codemodule and execute it without further intervention from the Web siteuser.

An example of an activity tracker code module is provided with referenceto Appendix A, which is incorporated herein by reference in itsentirety. The activity tracker of Appendix A performs various trackingfunctions, including causing an executing Web browser to load a small(e.g., single pixel) transparent image from a tracking host. In theprocess, an HTTP/S cookie is transferred to the tracking host. Thetransferred HTTP/S cookie includes name value pairs which includetracking information such as indications of the current Web page (e.g.,URL including any parameters), referring Web page, time and date, userinformation, and the like.

The screen 210 of FIG. 2C also includes instructions 212 for modifyingWeb site forms to enable the activity tracker to transmit informationfrom those forms to the tracking host. In particular, by modifying theform fields as described, the activity tracker can obtain form fieldinformation filled in by a potential customer (e.g., name, companyidentifiers, contact information), and transmit the obtained informationto the tracking host.

FIG. 2D illustrates an example marketing message management page. Inparticular, FIG. 2D illustrates the Web browser 200 displaying a screen215 that is being used by a user to create and send marketing messagesvia a broadcast or direct (one-to-one) mechanism. In this example, thescreen 215 provides user interface controls for sending messages via onemessaging service, in this case, the Twitter micro-blogging service. TheTwitter micro-blogging service is an example of a broadcast messagingservice, in that the number and identity of recipients of the messagessent via the service are not known. The screen 215 includes a campaigninformation overview section 216 and a message creation section 217.Section 216 presents (e.g., highlights) summary information aboutmarketing campaigns created or managed by the user, such as the numberof marketing campaigns, the number of visitors received via the Twittermessaging service, the number of leads received via the Twittermessaging service, and the like. Section 217 includes controls 218 formanaging a message (a Tweet), including a message box 218 a for editingthe message, a date-time selector 218 b for specifying a date and timeto transmit the message, a campaign selector 218 c for specifying amarketing campaign associated with the message, and a button 218 d forinitiating transmission of the message.

FIG. 2E illustrates the creation of an example marketing campaign. Inparticular, FIG. 2E illustrates the Web browser 200 displaying thescreen 215 during creation of a new marketing campaign. Here, screen 215includes a popup 220 that is displayed in response to a selection madevia the campaign selector 218 c described with reference to FIG. 2D,above. The popup 220 includes controls that can be utilized by the userto create a new campaign by specifying a campaign name (e.g., “Product1”), date, and type (e.g., “Product Launch”).

FIG. 2F illustrates the creation of an example marketing message. Inparticular, FIG. 2F illustrates the Web browser 200 displaying thescreen 215 during the creation of a new marketing message to be sent bythe MASS. Here, the user has created a new campaign (“Product 1”) asdescribed with reference to FIG. 2E, above, and selected that campaignvia selector 218 c. Then, the user has entered a message 225 into themessage box 218 a. The message 225 reads “Check out this great newproduct: http://www.somewebsite.org.” Note that the message 225 includesa URL 226 that identifies a Web page that provides additionalinformation about the advertised product. Once the user is satisfiedwith the content of message 225, the user selects button 218 d andinitiates transmission of the message via an associated account (havinga username of “TwitterUser”) on the Twitter micro-blogging service.Typically, the company or organization that is performing the marketingservices described herein would have a Twitter account used for postingmessages of this sort. In other cases, marketing messages may be postedby, or with the permission of, famous persons (e.g., celebrities, moviestars, musicians) to promote brands, goods, or services that they areassociated with or otherwise wish to promote.

Note that the MASS can manage multiple different message serviceaccounts for a particular user. For example, for a single user, the MASScan store account credentials for an email service, a blog service, aWeb site administration/posting account, and the like. Furthermore,multiple distinct users can be associated with a single MASS managementaccount. For example, users A and B may both be associated with a MASSuser account, such that each user can perform some or all operationsassociated with the user account (e.g., campaign creation, messagetransmission). In at least some embodiments, the MASS may providefine-grained control over privileges, such that different users can beprovided with different levels of access to the MASS. For example, oneuser may be provided with full control, whereas another user may beprovided only with access to view lead intelligence reports (and not tosend marketing messages).

Note that although the management of marketing messages is heredescribed with respect to the Twitter micro-blogging service, use ofother messaging (e.g., one-to-one and/or broadcast in nature) servicesis contemplated. In some embodiments, other or additional broadcastmessaging services may be utilized, including social network statusupdates (e.g., a Facebook status update), news feeds (e.g., RSS),Internet news (e.g., NNTP), Web pages, blogs, and the like. In otherembodiments, other or additional direct messaging services may beutilized, including email, instant messaging, text messaging (e.g., SMS,MMS), and the like.

FIG. 2G illustrates an example client displaying the example marketingmessage of FIG. 2F. In particular, FIG. 2G illustrates a Web browser 230displaying a screen 231. The Web browser 230 is operated by a customeror potential customer who is viewing Twitter messages posted under anaccount having a username of TwitterUser. In particular, the screen 231displays the message 225 created and transmitted as described withreference to FIG. 2F, above. Note that the message here includes a URL232 (“http://bit.ly/cT2bJs”) that is different from the URL 226 (FIG.2F) originally included in the message 225. Prior to transmitting themessage 225, the MASS first modified the URL to include trackingidentifiers, and then used a URL shortening service to shorten theresulting URL in order to reduce the length of the URL such that it canstill be transmitted within the fixed character (e.g., 140 characters)limit of the Twitter messaging service. In this manner, the MASS caninclude (albeit indirectly) an arbitrary amount of tracking informationin the transmitted URL without concern for data size restriction imposedby the underlying messaging service.

FIG. 2H illustrates an example page identified by a URL in an examplemarketing message. In particular, FIG. 2H illustrates the Web browser230 displaying a screen 235 presented in response to the customer'sselection of the URL 232 described with reference to FIG. 2G. Theshortened URL 232 of FIG. 2G, when selected by the customer, isredirected through the URL shortening service (as specified in the URL232) to a URL 236(“http://www.somewebsite.org/”?_opt_r=twitter&_opt_rdid=919”), which isthe original URL 226 (FIG. 2F) modified to include tracking identifiersadded by the MASS, in this case “?_opt_r=twitter&_opt_rdid=919.” Thesetracking identifiers identify the messaging service (“_opt_r=twitter”)and the associated marketing campaign (“_opt_rdid=919”). Other trackingidentifiers may be included, such as a message identifier (e.g., todistinguish identical messages sent at different times), a useridentifier (e.g., of the user who sent the message), or the like. Theincluded tracking identifiers are unique to the MASS and may be used inconjunction with other HTTP/S parameters.

The screen 235 includes product information 237 and a customer intakeform 238. The product information 237 provides information about theproduct advertised via the message 225. The customer intake form 238 canbe used by the customer to provide personal information in exchange forreceiving product updates, customer service contacts, or the like.

When the browser 230 loads and renders the content of the URL 236 togenerate the screen 235, the browser 230 executes the activity trackeras described with reference to FIG. 2C and Appendix A. The activitytracker transmits tracking information back to the MASS, including thetracking identifiers of the URL 236, referrer information (e.g., theTwitter page described with reference to FIG. 2G), customer information(e.g., information provided by the customer via form 238), and the like.

FIG. 2I illustrates an example overview activity report. In particular,FIG. 2I illustrates the Web browser 200 displaying a screen 240 thatpresents overview activity information. The screen 240 includes asummary section 241 a that presents aggregate information about customeractivities, including total visits (34) to Web sites promoted viamarketing messages and/or tracked by the MASS, new leads generated (9),a conversion rate of new visitors to leads (26.5%), and total page views(92). The screen 240 also includes a graph 241 b which plots leads andvisits over time. The screen 240 further includes a messaging servicesection 241 c which breaks out customer visits by messaging service andcampaign. For example, the section 241 c includes a Twitter section 241d which presents the visits, leads, conversion rate, and page viewsgenerated by Twitter messages transmitted via the MASS. The Twittersection 214 d can be further expanded to show campaign section 241 ewhich presents visits, leads, conversion rate, and page views generatedby Twitter messages associated with particular campaigns (e.g., “Product1,” “Another Product,” and “New Item”).

FIG. 2J illustrates an example lead intelligence report. In particular,FIG. 2J illustrates the Web browser 200 displaying a screen 245 thatpresents detailed marketing lead information. In particular, the screen245 includes a lead summary section 246 and a lead information section247. The lead summary section 246 presents summary information aboutleads generated via the MASS, including total visitors, total leadsgenerated, a conversion rate of visitors to leads, and an average leadscore. The lead information section 247 presents information about eachgenerated lead, including last visit date and time, name, company, leadscore, referral type (e.g., the messaging service via which the lead'svisit was generated), total visits, and the like. By selecting one ofthe presented leads, the user can obtain a lead detail report, describednext. Note that in other embodiments, other, different, more, or lessinformation may be presented.

FIG. 2K illustrates an example lead detail report. In particular, FIG.2K illustrates the Web browser 200 displaying a screen 250 that presentsdetailed information about a single lead. The presented informationincludes a lead score, activity information (e.g., total number ofvisits, average visit duration, total page views), personal information(e.g., name, phone, email), company information (e.g., name, domain,industry). The lead score will be described further with reference toFIG. 2L, below.

The detailed lead information presented via screen 250 is determined bythe MASS by aggregating information from various sources, includingtracking information gathered by the MASS, marketing informationassociated with messages sent via the MASS (e.g., campaign identifiers),and personal information about the customer. In at least someembodiments, the aggregated information may also include informationobtained from external sources, such as directories (e.g., telephonedirectories, business directories), social networking services (e.g.,information about contacts or friends of a person), a redirection proxy(e.g., provided by a URL shortening service employed by the MASS), abusiness intelligence service, or the like.

Lead information may be presented in other ways in other embodiments.For example, in some embodiments, periodic emails or other types ofmessages (e.g., instant messages) may be sent that include updated orrecent lead information, such that the recipient of the email can stayapprised of the progress of his current marketing campaign.

FIG. 2L illustrates an example lead scoring control and definition page.In particular, FIG. 2L illustrates the Web browser 200 displaying ascreen 255 that facilitates user control of lead scoring. A lead score anumerical value determined by the MASS for each lead identified by theMASS, based on various factors or attributes of the lead, such aspersonal information, company information, activity information, and thelike. The score can be applied to anonymous visitors as well as leadswho have filled in a Web site form. In particular, in some circumstancesthe MASS may understand and reflect that one or more distinct users havevisited a particular Web page, but not yet have any personallyidentifying information about those users. Even without such personalinformation, the MASS can still provide valuable intelligence to a userin terms of understanding user traffic or activity patterns with respectto one or more marketing campaigns/messages. The screen 255 includesmultiple user interface elements that allow a user to control thedetermination of a lead score in a fine grained manner. In particular,the user may specify rules that, when matched, result in a number ofpoints being added to a particular lead score. In the illustratedexample, the user has specified that the score associated with a lead isto be increased by three when the lead's total visits exceed two;increased by three when the lead's total page views exceed six;increased by three when the lead's last visit date is within four days;increased by three when the lead's average visit duration is longer than180 seconds; increased by ten when the lead is already known to the MASSas a lead; and increased by seven when the lead fills out a form duringthe visit.

Lead scoring rules can specify criteria for various attributes of orassociated with the lead. For example, attributes related to personalinformation may include name, title, physical address, email address,telephone or fax numbers, hobbies and interests, financial information(e.g., salary), and the like. Attributes related to company informationmay include name, physical address, company Web site, number ofemployees, financial information (e.g., revenue, earnings), industry(e.g., software, health care), and the like. Activity-related attributesmay include average page views, average visit duration, last visit date,referring Web page, search keywords, total page views, specific pageflow visited, and the like.

Other techniques for lead presentation/scoring are contemplated. Forexample, in one embodiment, leads can be filtered (e.g., excluded) basedon various (possibly user-defined) criteria, including geographiclocation, domain, company, marketing campaign, or the like. In at leastsome embodiments the MASS automatically learns user viewing preferenceswith respect to lead presentation, and can dynamically adjust thepresentation of leads by, for example, adjusting lead scoring rules orfiltering criteria.

FIG. 3 is an example block diagram of an example computing system forimplementing a marketing activity support system according to an exampleembodiment. In particular, FIG. 3 shows a computing system 300 that maybe utilized to implement a marketing activity support system 310 thatfacilitates marketing activities such as campaign creation, marketingmessage transmission, and lead generation.

Note that one or more general purpose or special purpose computingsystems/devices may be used to implement the marketing activity supportsystem 310. In addition, the computing system 300 may comprise one ormore distinct computing systems/devices and may span distributedlocations. Furthermore, each block shown may represent one or more suchblocks as appropriate to a specific embodiment or may be combined withother blocks. Also, the marketing activity support system 310 may beimplemented in software, hardware, firmware, or in some combination toachieve the capabilities described herein.

In the embodiment shown, computing system 300 comprises a computermemory (“memory”) 301, a display 302, one or more Central ProcessingUnits (“CPU”) 304, Input/Output devices 304 (e.g., keyboard, mouse, CRTor LCD display, and the like), other computer-readable media 305, andnetwork connections 306. The marketing activity support system 310 isshown residing in memory 301. In other embodiments, some portion of thecontents, some or all of the components of the marketing activitysupport system 310 may be stored on and/or transmitted over the othercomputer-readable media 305. The components of the marketing activitysupport system 310 preferably execute on one or more CPUs 303 andextract and provide quotations, as described herein. Other code orprograms 330 (e.g., an administrative interface, a Web server, and thelike) and potentially other data repositories, such as data repository320, also reside in the memory 301, and preferably execute on one ormore CPUs 303. Of note, one or more of the components in FIG. 3 may notbe present in any specific implementation. For example, some embodimentsmay not provide or include the other computer-readable media 305 or thedisplay 302.

In a typical embodiment, the marketing activity support system 310includes an account manager 311, a message manager 312, an activitytracker 313, a lead aggregator 314, a user interface manager 315, amarketing activity support system application program interface (“API”)316, and a data store 317. The user interface manager 315 and MASS API316 are drawn in dashed lines to emphasize that in other embodiments,functions performed by one or more of these components may be performedexternally to the marketing activity support system 310. In otherembodiments, the marketing activity support system 310 also includesadditional modules, such as a URL shortening and/or redirection service.

The account manager 311 performs functions such as those described withreference to the account manager 102 of FIG. 2. The account manager 311manages account information associated with the MASS 310, such as usernames, passwords, account preferences, and the like. The account manager311 also manages campaign information, by providing functions forcampaign creation, deletion, and the like. The information managed bythe account manager 311 is stored in the data store 317.

The message manager 312 performs functions such as those described withreference to the message manager 104 of FIG. 2. The message manager 312facilitates message creation and transmission via one or more messagingservices 355. In some embodiments, the message manager 312 may beconfigured to transmit messages via multiple messaging services 355,including email, Twitter, blog post, instant message, or the like. Themessage manager 312 is also configured to modify URLs in messages toinclude tracking identifiers, and possibly to shorten URLs to complywith message size limitations imposed by one or more of the messagingservices 355. The message manager 312 may also store information aboutmessages (e.g., message content, transmission date, campaign) in thedata store 317.

The activity tracker 313 performs functions such as those described withreference to the activity tracker 106 of FIG. 2. In particular, theactivity tracker 313 receives tracking information from various sourcesand records the received information in the data store 317. For example,the activity tracker 313 may receive tracking information from a Webbrowser executing on one of the client computing devices 360 andoperated by a customer or other potential lead, as the customer accessone of the Web sites 365. The activity tracker 313 may also or insteadreceive tracking information directly from one of the Web sites 365and/or the messaging services 355. Furthermore, the activity tracker 313may receive tracking information from a URL shortening service orredirection proxy (not shown), as these services may be employed toredirect and/or translate URLs included in marketing messagestransmitted via the marketing activity support system 310.

The lead aggregator 314 performs functions such as those described withreference to the lead aggregator 108 of FIG. 2. The lead aggregator 314aggregates tracking, personal, and marketing information recorded in thedata store 317, such as by the account manager 311, the message manager312, and/or the activity tracker 313. In addition, the lead aggregator314 may aggregate information received from other, possibly externalsources, including business directories, telephone directories, and thelike.

The UI manager 315 provides a view and a controller that facilitate userinteraction with the marketing activity support system 310 and itsvarious components. For example, the UI manager 315 may provideinteractive access to the marketing activity support system 310, suchthat users can manage marketing campaigns, create and send marketingmessages, and obtain lead intelligence information. In some embodiments,access to the functionality of the UI manager 315 may be provided via aWeb server, possibly executing as one of the other programs 330. In suchembodiments, a user operating a Web browser executing on one of theclient devices 360 can interact with the marketing activity supportsystem 310 via the UI manager 315.

The MASS API 316 provides programmatic access to one or more functionsof the marketing activity support system 310. For example, the API 316may provide a programmatic interface to one or more functions of themarketing activity support system 310 that may be invoked by one of theother programs 330 or some other module. In this manner, the API 316facilitates the development of third-party software, such as userinterfaces, plug-ins, news feeds, adapters (e.g., for integratingfunctions of the marketing activity support system 310 into Webapplications), and the like. In addition, the API 316 may be in at leastsome embodiments invoked or otherwise accessed via remote entities, suchas one of the Web sites 365 and/or client computing devices 360, toaccess various functions of the marketing activity support system 310.For example, a third-party application may request lead intelligenceinformation from, or provide tracking information to, the marketingactivity support system 310 via the API 316.

The data store 317 is used by the other modules of the marketingactivity support system 310 to store and/or communicate information. Asdiscussed above, components 311-316 use the data store 317 to recordvarious types of information, including user information, campaigninformation, marketing messages, tracking information, and the like.Although the components 311-316 are described as communicating primarilythrough or via the data store 317, other communication mechanisms arecontemplated, including message passing, function calls, pipes, sockets,shared memory, and the like.

The marketing activity support system 310 interacts via the network 350with messaging services 355, Web sites 365, and client computing devices360. The network 350 may be any combination of media (e.g., twistedpair, coaxial, fiber optic, radio frequency), hardware (e.g., routers,switches, repeaters, transceivers), and protocols (e.g., TCP/IP, UDP,Ethernet, Wi-Fi, WiMAX) that facilitate communication between remotelysituated humans and/or devices. The client computing devices 360 includedesktop computing systems, notebook computers, mobile phones, smartphones, personal digital assistants, and the like.

In an example embodiment, components/modules of the marketing activitysupport system 310 are implemented using standard programmingtechniques. For example, the marketing activity support system 310 maybe implemented as a “native” executable running on the CPU 303, alongwith one or more static or dynamic libraries. In other embodiments, themarketing activity support system 310 may be implemented as instructionsprocessed by a virtual machine that executes as one of the otherprograms 330. In general, a range of programming languages known in theart may be employed for implementing such example embodiments, includingrepresentative implementations of various programming languageparadigms, including but not limited to, object-oriented (e.g., Java,C++, C#, Visual Basic.NET, Smalltalk, and the like), functional (e.g.,ML, Lisp, Scheme, and the like), procedural (e.g., C, Pascal, Ada,Modula, and the like), scripting (e.g., Perl, Ruby, Python, JavaScript,VBScript, and the like), and declarative (e.g., SQL, Prolog, and thelike).

The embodiments described above may also use either well-known orproprietary synchronous or asynchronous client-server computingtechniques. Also, the various components may be implemented using moremonolithic programming techniques, for example, as an executable runningon a single CPU computer system, or alternatively decomposed using avariety of structuring techniques known in the art, including but notlimited to, multiprogramming, multithreading, client-server, orpeer-to-peer, running on one or more computer systems each having one ormore CPUs. Some embodiments may execute concurrently and asynchronously,and communicate using message passing techniques. Equivalent synchronousembodiments are also supported. Also, other functions could beimplemented and/or performed by each component/module, and in differentorders, and by different components/modules, yet still achieve thedescribed functions.

In addition, programming interfaces to the data stored as part of themarketing activity support system 310, such as in the data store 317,can be available by standard mechanisms such as through C, C++, C#, andJava APIs; libraries for accessing files, databases, or other datarepositories; through scripting languages such as XML; or through Webservers, FTP servers, or other types of servers providing access tostored data. The data store 317 may be implemented as one or moredatabase systems, file systems, or any other technique for storing suchinformation, or any combination of the above, including implementationsusing distributed computing techniques.

Different configurations and locations of programs and data arecontemplated for use with techniques of described herein. A variety ofdistributed computing techniques are appropriate for implementing thecomponents of the illustrated embodiments in a distributed mannerincluding but not limited to TCP/IP sockets, RPC, RMI, HTTP, WebServices (XML-RPC, JAX-RPC, SOAP, and the like). Other variations arepossible. Also, other functionality could be provided by eachcomponent/module, or existing functionality could be distributed amongstthe components/modules in different ways, yet still achieve thefunctions described herein.

Furthermore, in some embodiments, some or all of the components of themarketing activity support system 310 may be implemented or provided inother manners, such as at least partially in firmware and/or hardware,including, but not limited to one or more application-specificintegrated circuits (“ASICs”), standard integrated circuits, controllersexecuting appropriate instructions, and including microcontrollersand/or embedded controllers, field-programmable gate arrays (“FPGAs”),complex programmable logic devices (“CPLDs”), and the like. Some or allof the system components and/or data structures may also be stored ascontents (e.g., as executable or other machine-readable softwareinstructions or structured data) on a computer-readable medium (e.g., asa hard disk; a memory; a computer network or cellular wireless networkor other data transmission medium; or a portable media article to beread by an appropriate drive or via an appropriate connection, such as aDVD or flash memory device) so as to enable or configure thecomputer-readable medium and/or one or more associated computing systemsor devices to execute or otherwise use or provide the contents toperform at least some of the described techniques. Some or all of thesystem components and data structures may also be stored as data signals(e.g., by being encoded as part of a carrier wave or included as part ofan analog or digital propagated signal) on a variety ofcomputer-readable transmission mediums, which are then transmitted,including across wireless-based and wired/cable-based mediums, and maytake a variety of forms (e.g., as part of a single or multiplexed analogsignal, or as multiple discrete digital packets or frames). Suchcomputer program products may also take other forms in otherembodiments. Accordingly, embodiments of this disclosure may bepracticed with other computer system configurations.

FIG. 4 is an example flow diagram of a lead intelligence generationprocess performed by a marketing activity support system according to anexample embodiment. In particular, FIG. 4 illustrates a process that maybe implemented by, for example, one or more elements of the marketingactivity support system 100 described with reference to FIG. 1. Theprocess generates lead intelligence information by aggregating activitytracking information about an existing or potential customer, personalinformation about the customer, and/or marketing activity information(e.g., information about a campaign associated with a marketingmessage).

The illustrated process begins at block 402, where it transmits amarketing message that references a Web page. Transmitting the marketingmessage may include transmitting the message via a broadcast, direct, orother type of messaging service. The marketing message may reference aWeb page by including a URL that identifies the Web page. In otherembodiments, other types of content or resources may be reference by themessage, including video and/or audio. In some embodiments, the processalso modifies the Web page reference (e.g., URL) by including one ormore tracking identifiers and/or shortening the reference to comply withmessage size restrictions or other limits imposed by the underlyingmessaging service.

At block 404, the process receives tracking information about activitiesof a user with respect to the Web page. The tracking information mayinclude various details about the activities of the user, such as thetime, date, and/or manner in which the user accessed the Web page. Thetracking information can be obtained from a Web browser operated by theuser to view the Web page, the Web browser executing an activity trackercode module (possibly provided by the marketing activity support system)embedded in or referenced by the Web page.

At block 406, the process generates lead intelligence information basedon the tracking information and personal information about the user.Generating lead intelligence information includes aggregating thereceived tracking information with personal information about the user,such as information provided by the user (e.g., via a Web form on theWeb page) or information obtained from other sources (e.g.,directories). Generating lead intelligence information may also includeaggregating information about the transmitted marketing message, such asa marketing campaign associated with the message, the messaging serviceused to transmit the message, the time and date of message transmission,and the like.

At block 408, the process presents the generated lead intelligenceinformation. Presenting the generated lead intelligence information mayinclude scoring leads based on various attributes of the leads, such aspersonal information, company information, activity information, or thelike. In some embodiments, lead scoring may be based at least in part onuser-specified scoring rules that specify weights and/or values toassign or add to a lead score when criteria match (or do not match)information about a lead.

After block 408, the process ends.

Some embodiments perform one or more operations/aspects in addition to,or instead of, the ones described with reference to the process of FIG.4. For example, in one embodiment, the process includes a loop thatrepeatedly transmits messages and generates lead intelligenceinformation based thereon. In other embodiments, the functions are notperformed serially as described, but rather in parallel, such as bymultiple cooperating modules, processes, threads, or the like. Forexample, block 402 may be performed by the message manager 104 inresponse to a received instruction to transmit a message, block 404 maybe performed by the activity tracker 106 in response to the receipt oftracking information, block 406 may be performed by the lead aggregator108 in response to a received user request for lead intelligenceinformation, and so on.

Note also that the MASS API 316 (FIG. 3) or similar component mayprovide access to or from any of the steps of the process of FIG. 4. Forexample, the API may be utilized by an external code module to provide amarketing message for transmission by block 402. As another example, theAPI can be utilized to provide or obtain tracking information discussedwith reference to block 404. As a further example, the API can be usedto obtain the lead intelligence information generated at block 406.

From the foregoing it will be appreciated that, although specificembodiments have been described herein for purposes of illustration,various modifications may be made without deviating from the spirit andscope of this disclosure. For example, the methods, techniques, andsystems for generating lead intelligence information are applicable toother architectures or environments. For example, user/customeractivities need not be tracked with respect to static Web pages as shownabove, but can be tracked with respect to other types of resources orcontent, including dynamic content, multimedia (e.g., video/audio),and/or online applications. In addition, in some embodiments,advertisements or marketing messages are obtained from third-partysources. Also, the methods, techniques, and systems discussed herein areapplicable to differing languages, protocols, communication media(optical, wireless, cable, etc.) and devices (such as wireless handsets,electronic organizers, personal digital assistants, portable emailmachines, game machines, pagers, navigation devices such as GPSreceivers, etc.).

APPENDIX A An Example Activity Tracker Code Module

Table 1, below, is a JavaScript software module that implements oneapproach to activity tracking used in an example embodiment of amarketing activity support system. The module is loaded and executed bya Web browser when the Web browser loads and/or renders a Web page thatis referenced as part of a marketing message, as described above. Themodule, or similar code, may either be embedded in the Web page, orinstead loaded via other code on the Web page, as described withreference to FIG. 2C, above.

In one tracking technique, as shown in lines 65-121, the module causesan executing Web browser to load a small, transparent image from themarketing activity support system. While loading the image, an HTTPcookie is exchanged that provides the marketing activity support systemwith various tracking information, such as tracking identifiers appendedto the URL used to reference the Web page, the referring Web page, thepage title, and the like.

In another tracking technique, data from a form on the Web page may beforwarded to the MASS. Form data may be forwarded in a direct orindirect manner. In an example of direct forwarding, the module modifiesone or more forms on the Web page to additionally submit form datadirectly to the marketing activity support system (e.g., via the API 316of FIG. 3).

In an example of indirect forwarding of form data, the illustrated codemodule can also be used to modify a form on the Web page to cause theform to report form data to some third party system, such as a systemoperated by, or associated with, the operator of the Web site that hoststhe Web page. This data can then be transmitted by that system via anAPI (e.g., the API 316 of FIG. 3) to the MASS. In some embodiments, thedata is forwarded to the MASS in substantially real time in response toa user filling out the form. In other embodiments, data may be forwardedat later times. For example, in one embodiment, a delivery schedule maybe specified, such that form data is “batched” up and forwarded to theMASS at regular intervals (e.g., hourly, daily). In other embodiments,other types of triggers may be specified, including that the form databe forwarded when a certain number of form entries (e.g., by N distinctusers) have been made or a certain amount of form data has beenaccumulated.

TABLE 1 Line No. Source  1 var _opt = new (function ( ) { /* Copyright2009 Optify Inc. */  2  3  var CHARS =  4‘0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz’ .split(‘ ’);  5  6  function generateUuid(len, radix) {  7   var chars =CHARS, uuid = [], rnd = Math.random;  8   radix = radix || chars.length; 9  10   if (len) {  11   // Compact form  12   for ( var k = 0; k <len; k++) {  13    uuid[k] = chars[0 | rnd( ) * radix];  14   }  15   } 16   else {  17   var r;  18   uuid[8] = uuid[13] = uuid[18] = uuid[23]= ‘−’;  19   uuid[14] = ‘4’;  20   for ( var i = 0; i < 36; i++) {  21   if (!uuid[i]) {  22     r = 0 | rnd( ) * 16;  23     uuid[i] =chars[(i == 19) ? (r & 0x3) | 0x8 : r & 0xf];  24    }  25   }  26   } 27   return uuid.join (‘ ’);  28  }  29  30  var cid = “ ”;  31  vardoc = document;  32  var doc_title = doc.title;  33  var serviceUrl =“service.optify.net”;  34  35  try {  36   if(window.serviceUrlOverride){  37   serviceUrl = window.serviceUrlOverride;  38   }  39  }catch(err) { }  40  41  var pageProtocol = window.location.protocol +“//”;  42  var trackURL = pageProtocol + serviceUrl + “/visit/ping”;  43 var formURL = pageProtocol + serviceUrl + “/form/submit”;  44  varvisitorId;  45  var visitId;  46  // cookie names  47  var visitorName =“_opt_vi”;  48  var vsessionName = “_opt_vs”;  49  var vtimedName =“_opt_vt”;  50  var vtimed_time = 120;  51  // roll back form actionchange (if applied)  52  // if tracking pixel does not load  53 function imgOnError ( ) {  54   var _forms =document.getElementByTagName(‘form’);  55   for (var i = 0; i <_forms.length; i++) {  56   var _form = _forms[i];  57   var_originalActionElement = _form.elements[“_orig_action”];  58  59  of(_originalActionElement && _originalActionElement.value) {  60   _form.action = _originalActionElement.value;  61   }  62   }  63  } 64  65  this.view = function(c_token) {  66   if (c_token === undefined|| c_token === ‘ ’) {  67   return;  68   }  69  70   cid = c_token;  71 72   var _ref = “&ref=” + getReferrer( );  73   var _title =“&title=” + encodeURIComponent (doc_title);  74   var _visitorId =“&visitorId=” + visitorId;  75   var _url = “&url=” + encodeURIComponent(document.location.href);  76   var _cid = “?cId=” + cid;  77   var_optify_ref_old = getQueryVariable (“optify_r”);  78   var_optify_ref_title_old = getQueryVariable (“optify_rd”);  79   var_optify_ref_new = getQueryVariable (“_opt_r”);  80   var_optify_ref_title_new = getQueryVariable (“_opt_rd”);  81   var_optify_ref_title_id = getQueryVariable (“_opt_rdid”);  82   var_optify_ref = (_optify_ref_new && _optify_ref_new !== “ ”) ?  83  _optify_ref_new : _optify_ref_old;  84   var _optify_ref_title =  85  (_optify_ref_title_new && _optify_ref_title_new !== “ ”) ?  86  _optify_ref_title_new : _optify_ref_title_old;  87  88   trackURL +=_cid + _visitorId + _ref + _title + _url + ‘&’ +  89   Math.random ( ); 90  91   if (_optify_ref && _optify_ref !== “ ”) {  92   trackURL +=“&_opt_r=” + _optify_ref;  93   }  94   if (_optify_ref_title &&_optify_ref_title !== “ ”) {  95   trackURL += “&_opt_rd=” +_optify_ref_title;  96   }  97   if (_optify_ref_title_id &&_optify_ref_title_id !== “ ”) {  98   trackURL += “&_opt_rdid=” +_optify_ref_title_id;  99   } 100 101   setVisitorCookie ( ); 102 103  var vsession = getCookie (vsessionName); 104   var vtimed = getCookie(vtimedName); 105   visitId = vtimed; 106   if (vsession === undefined|| vsession === null || 107    vtimed === undefined || vtimed === null){ 108   visitId = generateUuid(10, 16); 109   setVisitSessionCookie ( );110   } 111 112   setVisitTimedCookie (visitId); 113 114   trackURL +=“&visitId=” + visitId; 115 116   var trackingPixel = new Image (1, 1);117   trackingPixel.src = trackURL; 118   trackingPixel.onerror =imgOnError; 119 120   modifyForms ( ); 121  }; 122 123  functiongetQueryVariable(variable) { 124   var query =window.location.search.ssubstring (1); 125   var vars = query.split(“&”); 126   for ( var i = 0; i < vars.length; i++) { 127   var pair =vars[i].split (“=”); 128   if (pair[0] == variable) { 129    returnpair[1]; 130   } 131   } 132  } 133 134  function getGUID ( ) { 135  visitorId = getCookie(visitorName); 136   if (visitorId === undefined|| visitorId === “ ” || 137    visitorId === null || visitorId ===“null”) { 138   visitorId = genCookieID( ); 139   } 140  } 141 142 function genCookieID( ) { 143   return generateUuid( ); 144  } 145 146 function setCookie(name, value, expires, path) { 147   var domain =getDomain( ); 148   document.cookie = name + “=” + value + 149  ((expires) ? “;expires=” + expires : “ ”) + 150   ((path) ? “;path=” +path : “;path=/”) + 151   ((domain) ? “;domain=.” + domain : “ ”); 152 } 153 154  function setVisitorCookie ( ) { 155   var date = newDate(2020, 1, 1); 156   setCookie (visitorName, encodeURIComponent(visitorId), 157      date.toGMTString ( ) ); 158  } 159 160  functionsetVisitorSessionCookie ( ) { 161   setCookie(veseeionName,encodeURIComponent (visitorId)); 162  } 163 164  functionsetVisitTimedCookie (previousVisitId) { 165   var date = new Date ( );166   date.setMinutes(date.getMinutes ( ) + vtimed_time); 167  setCookie(vtimedName, encodeURIComponent (previousVisitId), 168     date.toGMTString ( ) ); 169  } 170 171  function getCookie(name) {172   var dc = document.cookie; 173   var prefix = name + “=”; 174   varbegin = dc.indexOf(“; ” + prefix); 175   if (begin == −1) { 176    begin= dc.indexOf(prefix); 177    if (begin !== 0) { 178     return null; 179   } 180   } 181   else { 182    begin += 2; 183   } 184   var end =document.cookie.indexOf(“;”, begin); 185   if (end == −1) { 186    end =dc.length; 187   } 188   return decodeURIComponent(dc.substring(begin +prefix.length, end)); 189  } 190 191  function getDomain ( ) { 192   vardomainSuffixes = “aero/arpa;biz;cat;co;coop;com;edu;” + 193     “gov;info;int;jobs;mil;mobi;museum;name;net;org;pro;travel;”; 194  var domain = document.domain; 195   var temp = domain.split (‘.’); 196  if ((/{circumflex over ( )}\d{1,3}\.\d{1,3}\.\d{1,3}\.\d{1,3}$/).test(domain)) { 197   return domain 198   } else if (temp.length == 1) { 199  return null; 200   } else { 201    var d = “ ”; 202   var i = 0; 203  while (i < 2) { 204    i++; 205    var suffix = temp[temp.length − i];206    d = suffix + (i > 1 ? “.” : “ ”) + d; 207    if(domainSuffixes.indexOf(suffix + “;”) != −1) { 208     d =temp[temp.length − i − 1] + “.” + d; 209     break; 210    } 211   } 212  return d; 213   } 214  } 215 216  function getReferrer ( ) { 217   varref = encodeURIComponent(doc.referrer); 218   if (ref === undefined ||ref === ‘ ’) { 219   return ‘ ’; 220   } 221   return ref; 222  } 223224  function addHiddenField (_form, field_name, field_value) { 225  ver element = null; 226   var type = “input”; 227 228   //Attempt tocreate element using IE < 8 style 229   try { 230   element =document.createElement (‘<’ + type + ‘ name=″’ + 231         field_name + ‘″ type=“hidden”/>’); 232   } catch (e) { } 233234   // Normal browsers 235   if (!element || element.nodeName !=type.toUpperCase ( )) { 236   element = document.createElement(type);237   element.type = ‘hidden’; 238   element.name = field_name; 239   }240 241   element.value = field_value; 242   _form.appendChild(element);243  } 244 245  function modifyForms ( ) { 246   var _forms =document.getElementsByTagName (‘form’); 247   for (var i = 0; i <_forms.length; i++) { 248   var _form = _forms[i]; 249 250   varcanModify = false; 251   var canChangeAction = false; 252 253   varaction = _form.getAttribute (‘action’); 254   var _optify_submit =_form.getAttribute (‘optify_submit’); 255   var _optify_modify =_form.getAttribute (‘optify_modify’); 256 257   if (action &&action.indexOf && 258   (action.indexOf(‘http://www.salesforce.com/servlet/servlet.WebToLead’) 259   != −1 ||260 action.indexOf(‘https://www.salesforce.com/servlet/servlet.WebToLead’) 261   != −1)) {262    conModify = true; 263    canChangeAction = true; 264   } 265  else if (_optify_submit && _optify_submit.toLowerCase ( ) === “true”){ 266    canModify = true; 267    canChangeAction = true; 268   } 269  else if (_optify_modify && _optify_modify.toLowerCase ( ) === “true”){ 270    canModify = true; 271    canChangeAction = false; 272   } 273  for (var j = 0; j < _form.elements.length; j++) { 274    var _element= _form.elements[j]; 275    var _elementClass = _element.className; 276   if (_elementClass && _elementClass === “optify_vid”) { 277    _element.value = visitorId; 278     canModify = true; 279     break;280    } 281   } 282   if (canModify) { 283    addHiddenField (_form,“_orig_action”, _form.action); 284    addHiddenField (_form, “_opt_vid”,visitorId); 285    addHiddenField (_form, “_opt_visit”, visitId); 286   addHiddenField (_form, “_opt_cid”, cid); 287    addHiddenField(_form, “_opt_url”, document.location.href); 288    addHiddenField(_form, “_opt_paget”, document.title); 289   } 290   if(canChangeAction) { 291    _form.action = formURL; 292   } 293   } 294 } 295 296  getGUID ( ); 297 298 }) ( );

1. A method in a marketing activity support system, the methodcomprising: receiving an indication of a marketing message that includesa uniform resource locator that identifies a Web page; modifying theuniform resource locator to include a tracking identifier; transmittingthe message including the modified uniform resource locator via amessaging service; receiving an indication that the Web page wasaccessed by a user via the modified uniform resource locator, theindication based on the tracking identifier; generating marketing leadintelligence information by aggregating the received indication,personal information about the user, and information associated with themarketing message; and initiating presentation of the generatedmarketing lead intelligence information.
 2. The method of claim 1wherein transmitting the message includes transmitting the message via amicro-blogging messaging service that places a restriction upon maximummessage size, and wherein modifying the uniform resource locatorincludes shortening the modified resource locator, such that thetransmitted message complies with the restriction upon maximum messagesize and/or other message limits.
 3. The method of claim 1 whereinmodifying the uniform resource locator includes adding to the uniformresource locator a messaging service identifier and a marketing campaignidentifier, and wherein receiving the indication that the Web page wasaccessed includes receiving the messaging service identifier and themarketing campaign identifier.
 4. The method of claim 1 whereinreceiving the indication that the Web page was accessed includesreceiving, from a Web browser operated by the user, the indication thatthe Web page was accessed along with the personal information about theuser and information about the user's activity on the Web page, thepersonal information including information provided by the user via aform on the Web page.
 5. The method of claim 1 further comprising:determining a score for generated marketing lead intelligenceinformation for each of multiple distinct users, the scores based onpersonal information about the users, company information associatedwith the users, and activity tracking information about the users, andwherein initiating presentation of the generated marketing leadintelligence information includes ordering the marketing leadintelligence information for the multiple distinct users based on thedetermined scores.
 6. A method in a marketing activity support system,the method comprising: transmitting a marketing message that referencesa Web page; receiving tracking information about activities of a userwith respect to the Web page referenced by the marketing message;aggregating the received tracking information with personal informationabout the user to generate lead intelligence information about the user;and initiating presentation of the generated lead intelligenceinformation.
 7. The method of claim 6 wherein transmitting the marketingmessage includes transmitting a marketing message that includes auniform resource locator that identifies the Web page, and furthercomprising: modifying the uniform resource locator to include a trackingidentifier that identifies a messaging service used to transmit themessage and/or a marketing campaign associated with the message.
 8. Themethod of claim 7 wherein receiving the tracking information includesreceiving the tracking identifier along with at least some of thepersonal information, the at least some personal information beingprovided by the user via a Web form.
 9. The method of claim 7, furthercomprising: shortening the uniform resource locator such that thetransmitted message complies with a limit on message size transmitted bythe messaging service.
 10. The method of claim 6 wherein transmittingthe marketing message includes transmitting the marketing message via adirect messaging service which provides for delivery of messages toknown recipient users.
 11. The method of claim 10 wherein transmittingthe marketing message includes transmitting the marketing message byemail, text message, and/or multimedia message.
 12. The method of claim6 wherein transmitting the marketing message includes transmitting themarketing message via a broadcast messaging service which does notprovide identity information about recipients of messages transmitted bythe broadcast messaging service.
 13. The method of claim 12 whereintransmitting the marketing message includes transmitting the marketingmessage by a micro-blogging service, a blog service, a Web page posting,and/or a status update to a social networking account.
 14. The method ofclaim 6 wherein receiving tracking information includes receiving thetracking information from a Web browser operated by the user to view theWeb page.
 15. The method of claim 14, further comprising: providing acode module for incorporation into the Web page, the code moduleconfigured, when executed by the Web browser, to transmit the trackinginformation.
 16. The method of claim 14 wherein receiving trackinginformation includes receiving from the Web browser one or moreHypertext Transfer Protocol cookies that include one or more name-valuepairs that represent the tracking information.
 17. The method of claim 6wherein receiving tracking information includes receiving the trackinginformation from a shortened uniform resource locator translatorservice.
 18. The method of claim 6, further comprising: receiving thepersonal information from a Web browser operated by the user to view theWeb page, the personal information including items provided by the uservia a form on the Web page.
 19. The method of claim 6, furthercomprising: receiving the personal information from at least one of abusiness directory, a telephone directory, a social networking service,and/or a business intelligence service.
 20. The method of claim 6wherein aggregating the received tracking information with personalinformation about the user makes known an identify for the user thatwould otherwise not be known due to transmission of the message via abroadcast messaging service that does not provide identity informationof recipient users.
 21. The method of claim 6 wherein initiatingpresentation of the generated lead intelligence information includespresenting a lead report that includes multiple leads, each leadidentifying a user who has accessed the Web page.
 22. The method ofclaim 21 wherein presenting the lead report includes ordering the leadsby determining scores for each of the identified users based on at leastone of company information associated with the user, personalinformation about the user, and/or the received tracking information.23. The method of claim 22 wherein determining the scores for each ofthe identified users is based on one or more user-specified rules thatadjust the determined score based on whether rule criteria matchinformation about the user.
 24. A computer-readable storage medium whosecontents, when executed, cause a computing system to perform a methodcomprising: transmitting a marketing message that includes a uniformresource locator that identifies a network-accessible resource, theuniform resource locator including a tracking identifier; receivingtracking information about activities of a user with respect to theresource, the tracking information including the tracking identifier;generating lead intelligence information about the user by aggregatingthe received tracking information with personal information about theuser; and initiating presentation of the generated lead intelligenceinformation.
 25. The computer-readable storage medium of claim 24wherein the network-accessible resource includes at least one of text,audio, video, and/or an application.
 26. The computer-readable storagemedium of claim 24 wherein the computer-readable storage medium is amemory in the computing system, and wherein the contents areinstructions that, when executed, cause the computing system to performthe method.
 27. The computer-readable storage medium of claim 24 whereingenerating lead intelligence information includes aggregating marketingcampaign information with the transmitted marketing message.
 28. Acomputing system, comprising: a memory; a module stored on the memorythat is configured to, when executed: receive an indication of amarketing message that includes a uniform resource locator thatidentifies a Web page, the uniform resource locator including a trackingidentifier; transmit the marketing message via a messaging service;receive tracking information about activities of a user with respect tothe Web page, the tracking information including the trackingidentifier; generate lead intelligence information about the user byaggregating the received tracking information with personal informationabout the user; and initiate presentation of the generated leadintelligence information as part of a lead intelligence report thatincludes multiple leads that each identify a user who ahs accessed theWeb page.
 29. The computing system of claim 28 wherein the moduleincludes software instructions for execution in the memory of thecomputing system.
 30. The computing system of claim 28 wherein themodule is configured to provide information about users who accessmarketing information that has been identified by messages transmittedvia a messaging service that does not identify recipients of thetransmitted messages.